A theory of successful product breakthrough management: learning from success

Abstract

Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information obtained from 30 major companies. The companies were chosen on the basis of one successful product that lasted over a decade in the marketplace. They were chosen from 143 product‐companies and only 30 of the products in question had survived. Provides important information regarding the management of breakthroughs.

Citation

Coskun Samli, A. and Weber, J.A.E. (2000), "A theory of successful product breakthrough management: learning from success", Journal of Product & Brand Management, Vol. 9 No. 1, pp. 35-55. https://doi.org/10.1108/10610420010316320